Buyer-Seller Meet Organized to Boost Horticulture Trade and Market Linkages in J&K
The event featured focused B2B interactions, technical sessions, and knowledge-sharing discussions on topics
Jammu, August 06, 2025: The Department of Horticulture, Planning and Marketing, Jammu and Kashmir, today organized a Buyer-Seller Meet under the theme “Connecting Farmers with markets”, at Convention Centre, Canal. Road, Jammu, with the objective of strengthening market linkages and promoting agri-business partnerships within the Union Territory’s flourishing horticulture sector.
The event was graced by Hon’ble Minister for Agriculture Production, Rural Development & Panchayati Raj, Cooperative and Election Departments, Shri Javid Ahmed Dar, as the Chief Guest.
MD JKCIP/HADP, Secy APD, Gen Manager NABARD, Special Secretary APD, MD JK Agro, MD HPMC, Director Command and Heads of the different Agriculture & allied Departments such as Horticulture, Agriculture, Animal & Sheep husbandry , fisheries , sericulture Department, etc.
The meet brought together a diverse range of stakeholders including prominent horticulture growers, Farmer Producer Organizations (FPOs), traders, exporters, agri-entrepreneurs, and representatives of organized retail chains from across the country. It served as a vibrant platform for direct engagement between buyers and sellers, aiming to enhance transparency, ensure better price realization, and open up new market avenues for J&K’s premium horticultural produce such as Apples, Walnuts, Basmati Rice, Cherries, Peanuts, Pears, and Apricots.
In his inaugural address, Mr. Ghulam Jeelani Zargar, Director, Horticulture Planning and Marketing, reaffirmed the Government’s strong commitment to developing a robust mechanism for creating marketing linkages between local sellers and buyers within and outside UT & integrated value chain in the horticulture sector. He highlighted key initiatives under the Holistic Agriculture Development Programme (HADP) &Jammu & Kashmir Competitive Investment Project (JKCIP), including the establishment of Controlled Atmosphere (CA) stores, integrated pack houses, grading and sorting lines, and the expansion of cold chain infrastructure, all aimed at minimizing post-harvest losses and improving product quality.
The event featured focused B2B interactions, technical sessions, and knowledge-sharing discussions on topics such as:
- Export potential of horticultural produce
- Adoption of Good Agricultural Practices (GAP)
- Integration with e-market platforms like e-NAM
- Innovations in packaging and logistics
The department reiterated its commitment to empowering stakeholders through targeted training, capacity-building programs, and facilitation of market access at both national and international levels.
This initiative is part of the UT Government’s broader vision to strengthen horticulture-based livelihoods and boost the agri-economy of Jammu and Kashmir by creating a market-driven and sustainable ecosystem.
Mission Director HADP/JKCIP Mr. Sandeep Kumar (IAS) also highlighted the different schemes
The Hon’ble Minister for Agriculture Production, Rural Development & Panchayati Raj, Cooperative and Election Departments, Shri Javid Ahmed Dar appreciated the initiatives taken by the department to boost horticulture sector in J&K and advised the participants to avail the benefits of the various schemes launched by the Government for the betterment of growers and buyers of J&K. the Hon’ble Minister also assured the participants of the event that the government is very keen to uplift Horticulture Sector for uplift of economy of Growers of J&K and shall continue to explore possibilities for launching similar flagship programs / Schemes to boost the Horticulture/Agriculture
Sector.
The Department of Horticulture, Planning & Marketing, J&K, successfully conducted a Buyer-Seller Meet aimed at strengthening market linkages for fruit, vegetable, and dry fruit growers. The event facilitated direct interaction between farmers, FPOs, and institutional buyers, enabling transparent price negotiation and long-term business opportunities. Various local products including walnuts, saffron, and processed items were showcased. The meet also highlighted modern marketing platforms like e-NAM and promoted B2B partnerships. Officials emphasized the government’s commitment to developing a sustainable horticulture ecosystem through infrastructure, market interventions, and capacity building. The initiative is expected to significantly boost farmer incomes and promote value chain development across the region.
The Buyer Seller Meet was concluded with vote of thanks by Mr. Ayaz Ahmad Natnoo, Dy. Director Horticulture Planning & Marketing, Jammu to the Chief Guest, Guest of Honour and all the participants who made this event a successful one with hope that maximum benefit by the buyers and sellers shall be reaped.
The event concluded on a highly positive note, with participants expressing satisfaction over the productive interactions and signaling intent for future collaborations and partnerships.
